GLOBAL – NEW YORK, USA, JUNE 2011 – Accenture has selected TBWA Worldwide as its new global advertising agency of record and Tag Worldwide as its new global production agency. TBWA was selected following a rigorous review of leading international agencies and extensive market testing.
“Accenture is one of the world’s top brands,” said Roxanne Taylor, Accenture’s chief marketing & communications officer. “Working with TBWA, we intend to bring to life Accenture’s differentiated ‘High Performance Delivered’ brand positioning in creative, new ways, while Tag will allow us to execute more efficiently and effectively in our key markets around the world, together supporting Accenture’s business strategy and growth agenda.”
Tom Carroll, president and CEO of TBWA Worldwide, said, "We’re incredibly excited to be working with Accenture, a pioneer in the B2B marketing space. Our goal is to help Accenture continue to set the standard for smart, breakthrough brand marketing.”
Taylor said that when Accenture made the decision to conduct an agency review, it presented an excellent opportunity to explore different service and delivery models. "Decoupling production from creative will improve our efficiency, drive further cost savings and improve the quality of execution,” she said.
The scope of Tag Worldwide’s work will include adaptation and translation, production and distribution to media channels across the many markets in which Accenture advertises.
Steve Parish, CEO of Tag Worldwide, said, “It’s a real honor for us to have been chosen by Accenture, one of the world’s largest and most trusted professional services firms. We look forward to a long and mutually beneficial relationship as their global execution partner."
Accenture will work with TBWA’s New York office and leverage its global capabilities.
TBWA and Tag Worldwide replace the incumbent agency, WPP’s Young & Rubicam. “Over the years, we have had a very strong and collaborative relationship with Y&R, and their creativity has truly helped us differentiate Accenture in the marketplace,” Taylor said.
Accenture will continue to work with WPP’s MediaEdge:cia, for its global media planning and buying requirements.